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A recent study found that 80% of people prefer to book travel on a desktop, even though the vast majority (70%) start the research on their mobile phone.
When consumers do attempt to make a booking on their mobile, 91% will abandon their cart (the eCommerce average is between 65-75%). When asked why, consumers cited the main reason as 'a bad customer experience'.
There are a few obvious non-UX influences here. For instance; they may start the research while out with friends, and book it at home, days later.
But let's be clear: these lousy mobile experiences are a big part of the problem.
To demonstrate how bad they are, I searched for the best-rated US airline (Delta), and attempted to book a flight.
Strap in, it's about to get bumpy.
Case study
Written by Peter Ramsey
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